<![CDATA[ABSTRACT Dengue Hemorrhagic Fever (DHF) cases in Karangasem Regency, particularly in Karangasem Subdistrict, continue to increase, reaching 518 cases in 2025. Although Health Promotion (Promkes) activities have been implemented, a gap remains between the delivery of health messages and preventive actions in the community. This descriptive qualitative study aims to analyze the persuasive communication patterns of the Health Promotion (Promkes) unit of the Karangasem Regency Health Office in DHF prevention, the factors influencing them, and their implications for the community. Informants were selected through purposive sampling, and data were collected through observation, semi-structured interviews, and document analysis, and subsequently analyzed using the Elaboration Likelihood Model (ELM), Stimulus-Organism-Response (SOR) Theory, and Behaviorism. The results show that persuasive communication is conducted through interpersonal, group, and mass communication by combining the central route, involving facts, data, and discussions, with the peripheral route, involving visual media, educational videos, local language, and emotional appeals. The effectiveness of communication is influenced by message content and delivery, environmental conditions, the community's level of education, limited human resources and funding, as well as the persistence of the community and Health Promotion (Promkes) officers. Persuasive communication contributes to increased awareness and knowledge and encourages changes in DHF preventive behavior through the implementation of the 3M Movement and routine environmental cleaning. Thus, adaptive, contextual, and consistent persuasive communication is an important strategy for strengthening community preventive actions against DHF. ABSTRAK Kasus Demam Berdarah Dengue (DBD) di Kabupaten Karangasem, khususnya Kecamatan Karangasem, terus meningkat hingga mencapai 518 kasus pada tahun 2025. Meskipun Promosi Kesehatan (Promkes) telah dilaksanakan, masih terdapat kesenjangan antara penyampaian pesan kesehatan dan tindakan pencegahan di masyarakat. Penelitian kualitatif deskriptif ini bertujuan menganalisis pola komunikasi persuasif Promkes Dinas Kesehatan Kabupaten Karangasem dalam pencegahan DBD, faktor yang memengaruhinya, serta implikasinya terhadap masyarakat. Informan dipilih secara purposive sampling dan data dikumpulkan melalui observasi, wawancara semi-terstruktur, serta studi dokumen, kemudian dianalisis dengan pendekatan Elaboration Likelihood Model (ELM), Stimulus-Organism-Response (SOR), dan Behaviorisme. Hasil penelitian menunjukkan bahwa komunikasi persuasif dilakukan melalui komunikasi interpersonal, kelompok, dan massa dengan memadukan rute sentral berupa fakta, data, dan diskusi serta rute periferal berupa media visual, video edukasi, bahasa daerah, dan pendekatan emosional. Efektivitas komunikasi dipengaruhi oleh isi dan cara penyampaian pesan, kondisi lingkungan, tingkat pendidikan masyarakat, keterbatasan SDM dan dana, serta ketekunan masyarakat dan petugas Promkes. Komunikasi persuasif berkontribusi terhadap peningkatan kesadaran dan pengetahuan serta mendorong perubahan perilaku pencegahan DBD melalui penerapan Gerakan 3M dan pembersihan lingkungan secara rutin. Dengan demikian, komunikasi persuasif yang adaptif, kontekstual, dan konsisten menjadi strategi penting dalam memperkuat tindakan preventif masyarakat terhadap DBD.]]>
